Yaning Zhang, Wei Shao, Mai Nguyen, Kun Zhang · 5 authors
ABSTRACT Destinations are increasingly adopting Non‐Fungible Tokens (NFTs) as innovative tools for brand communication and visitor engagement in digital tourism contexts. Drawing on Construal Level Theory (CLT), we examine how the anthropomorphic (ANT) design of NFT characters influences tourists' impulsive travel intentions and whether customization strengthens this effect. In two online experiments, we tested a sequential mediation model linking ANT to impulsive travel intention through psychological distance (PD) and perceived playfulness. The results show that highly anthropomorphic NFT characters increase psychological proximity, which subsequently increases impulsive travel intentions. Moreover, customization significantly strengthens this indirect effect. This study extends research on digital destination marketing while offering practical guidance for designing effective NFT‐based tourism strategies.
Purpose: The rapid evolution of spatial computing has initiated a paradigm shift from traditional, two-dimensional e-commerce to immersive, three-dimensional virtual commerce (v-commerce). This paper conceptualizes the foundational drivers, structural mechanics, and strategic implications of consumer behavior within the emerging metaverse marketplace.Methodology/Approach: Synthesizing Social Presence Theory and the Technology Acceptance Model (TAM), this study provides a comprehensive conceptual framework analyzing how multi-sensory immersion, avatar-mediated identity expression, and decentralized economic frameworks alter consumer decision-making. Findings: The paper establishes that the metaverse fundamentally redefines digital consumer behavior by transforming standard transactions into identity-driven social expressions. It outlines how immersive experiential marketing stimuli (e.g., gamified storefronts, virtual try-ons) drive high emotional arousal and hedonic consumption patterns. Furthermore, the analysis maps the collapse of the traditional boundary between buyers and sellers via Play-to-Earn (P2E) and Create-to-Earn (C2E) models, re-contextualizing virtual consumers as active entrepreneurial producers within blockchain-secured economies. Research Implications: While presenting a robust conceptual blueprint for v-commerce engagement, the study highlights critical consumer inhibitors, including biometric data harvesting risks, infrastructural access barriers, and psychological virtual fatigue. Originality: This paper bridges the gap between conventional digital marketing theories and spatial mechanics. It provides actionable strategic imperatives for contemporary brands specifically detailing hybrid "phygital" retail systems, spatial analytics optimization, and community-centric governance via Decentralized Autonomous Organizations (DAOs) to effectively future-proof enterprise models.
Bu çalışmada, yiyecek-içecek ve otel işletmelerinde kullanılan Non-Fungible Token’ların (NFT), gelişmeleri kaçırma korkusu (Fear of Missing Out – FoMO) bağlamında pazarlama stratejileri ve tüketici davranışları üzerindeki etkileri ele alınmıştır. Çalışma kapsamında, FoMO kavramının pazarlama alanındaki rolü, tüketicilerin psikolojik motivasyonlarıyla ilişkisi ve NFT’lerin bu süreçte nasıl bir tetikleyici unsur olarak kullanıldığı ele alınmıştır. Çoklu örnek olay çalışması desenine dayalı olarak doküman analizi yöntemiyle gerçekleştirilen araştırmada, yerli ve yabancı kaynaklar ile kurumsal uygulamalar incelenmiş; Türkiye’de ve dünyada yiyecek-içecek işletmeleri ile otel işletmelerinde NFT kullanımına ilişkin örnekler değerlendirilmiştir. Bulgular, NFT’lerin yalnızca teknolojik bir yenilik değil, aynı zamanda tüketicilerin sosyal statü, aidiyet ve ayrıcalık arayışlarını destekleyen güçlü bir pazarlama aracı olduğunu göstermektedir. Literatürde FoMO duygusunun müşteri bağlılığı ve satın alma niyeti üzerinde etkileri olabileceğine ilişkin bulgular bulunmaktadır. Bu bağlamda, çalışmada ele alınan yiyecek-içecek ve otel işletmelerinde NFT’lerin FoMO temelli pazarlama stratejileri kapsamında kullanımının müşteri etkileşimini artırma ve işletmelere rekabet avantajı sağlama potansiyeline sahip olduğu değerlendirilmektedir. Ayrıca ilgili çalışmalar NFT uygulamalarının dijital dönüşüm sürecinde müşteri deneyimini destekleyebilecek unsurlar arasında yer aldığını göstermektedir.
Ronansa Vaza Bramudya, Ratna Roostika, Nur Aima Syafie
The rapid growth of non-fungible tokens (NFTs) has increased competition among digital marketplaces and heightened the need to understand factors that drive consumer purchase intention. However, NFT platforms still face challenges related to technological complexity and trust, which may hinder user participation. This study examines the effects of social influence, effort expectancy, performance expectancy, and trust on purchase intention in the Magic Eden NFT marketplace using the Unified Theory of Acceptance and Use of Technology (UTAUT) framework. This research contributes by extending the UTAUT model to the NFT marketplace context and highlighting the pivotal role of trust in shaping user perceptions and behavioral intentions. A quantitative approach was employed by collecting data from 251 Magic Eden users through an online questionnaire distributed via social media and crypto communities. The data were analyzed using Structural Equation Modeling (SEM) with SmartPLS to test the proposed relationships. The results indicate that social influence, effort expectancy, and performance expectancy have significant positive effects on purchase intention. Trust also has a strong positive effect on effort expectancy and performance expectancy, as well as a direct positive effect on purchase intention. Among the examined relationships, trust shows the strongest influence on users’ perceived ease of use of the platform. Overall, the findings suggest that strengthening trust and improving platform usability are essential for increasing purchase intention in NFT marketplaces.
Sports non-fungible tokens (NFTs) have rapidly emerged as tradable digital goods within platform-mediated marketplaces, reshaping how sports organizations, athletes, and brands design fan experiences and monetize digital assets. To consolidate fragmented scholarship and clarify the concept space, this study conducts a systematic quantitative literature review combined with thematic analysis, following PRISMA 2020 and a SPIDER-guided review logic. Searches across six major databases (Web of Science, Scopus, ScienceDirect, PubMed, IEEE Xplore, ProQuest) plus Google Scholar (2017–March 2025) yielded 40 peer-reviewed studies that met predefined inclusion criteria and passed quality appraisal. Results show a sharp growth of sports-NFT research from 2021 to 2024, with strong inter-disciplinary convergence spanning sports marketing, information systems, computer science, and law. Integrating findings through a consumer-value lens, we inductively propose a five-type taxonomy—collectible, empowerment, identity/authentication, physical-asset linked, and virtual-interaction NFTs—each associated with distinct value mechanisms and e-commerce functionalities. The thematic synthesis further identifies four dominant research streams (industry digitalization, consumer psychology/behavior, legal–regulatory issues, and digital marketing), while revealing gaps in theory operationalization, method diversity (e.g., limited experiments/longitudinal designs), cross-context generalizability, and governance/sustainability. The study contributes to marketing and management scholarship by positioning sports NFTs as emerging technologies that reorganize customer engagement, brand-community building, and governance in platform-mediated sport markets, and it offers a research agenda for measuring consumer, brand, and organizational effects.
Non-fungible token (NFT) avatar markets provide unique environments where valuations reflect both financial expectations and subjective preferences. Prior work has documented price disparities across appearance traits, particularly skin tone, yet the mechanisms underlying these price disparities remain unclear. Using the complete transaction history of the CryptoPunks collection from 2017 to 2023, we examine whether these disparities arise from differences in common value (shared resale expectation) or private value (subjective preference). We first establish systematic price gaps between lighter- and darker-toned avatars through reduced-form analyses. To identify the mechanisms generating these disparities, we develop a structural model of bidding and transaction to decompose buyers' willingness to pay into common and private value components while accounting for market participation. A Hidden Markov Model with Poisson emissions is adapted to infer latent buyer arrival rates and isolate private value intensity from participation effects. Our estimates show that common values do not differ meaningfully across skin-tone groups, whereas private value intensities are substantially higher for lighter-toned avatars. Counterfactual analyses demonstrate that equalizing private value intensity eliminates the price disparity, while equalizing participation patterns has negligible impacts. These findings reveal that price disparities across skin tones are rooted in subjective preferences rather than expected resale value or participation effects. For marketplace operators and creators, this implies that closing these disparities necessitates demand-driven interventions and strategic trait design, rendering informational or liquidity-based solutions insufficient. We contribute to collectible literature by providing one of the first structural decompositions of common and private value components in asset valuation.
Non-fungible tokens (NFTs) have garnered attention because of their potential to disrupt traditional business models in various industries. This study provides insights into the drivers of individuals' intentions to purchase NFTs by investigating the relationship between perceived value (scarcity, uniqueness, verifiability, and royalty), as well as facilitating conditions, social influence, individual differences, and personality traits, and the intention to purchase NFTs. Decision-makers, creators, and investors can benefit from understanding these drivers. The proposed model integrates constructs from multiple adoption frameworks and related NFT literature to analyze the individual determinants of NFT purchase intentions. This study utilized a survey to collect data from participants and employed the partial least squares structural equation modeling (PLS/SEM) technique to validate the proposed model empirically. The findings indicate that perceived value, facilitating conditions, social influence, individual differences, and personality traits significantly shape individuals’ intentions to purchase NFTs. Perceived scarcity, verifiability, and royalty were found to be positively associated with perceived value, whereas perceived uniqueness did not demonstrate a statistically significant relationship. Furthermore, the study suggests that individual differences and personality traits do not moderate the relationship between perceived value and NFT purchase intention. However, individual differences and personality traits are directly associated with NFT purchase intention.
Marta Massi, Andrea Vocino, Chiara Piancatelli, Paola Cillo · 5 authors
Non-fungible tokens (NFTs) are revolutionizing luxury fashion by offering digital experiences that promise innovation, exclusivity, and sustainability. While luxury brands increasingly experiment with these technologies, little is known about how they influence consumer perceptions of sustainability, brand legitimacy, and purchase likelihood. Drawing on dematerialization theory, institutional and legitimacy theory, and the sufficiency model, this research investigates NFTs’ role in promoting sustainable consumption and brand legitimacy. Building on insights from a preliminary qualitative study, three experiments test how product type (non-NFT, NFT, digital twin) affects purchase likelihood and how perceived product sustainability and brand legitimacy moderate and mediate these effects. Study 1 shows that digital twin products combining physical and NFT components yield the highest likelihood of purchase. Study 2 finds the positive effect of NFTs strengthens when perceived product sustainability is high. Study 3 reveals perceived product sustainability acts as a boundary condition, shaping how product type influences brand legitimacy and purchase likelihood. Findings offer theoretical insights and actionable guidance for managers.
Open access
Consumer Behavior in Brand Consumption and Identification
This study investigates how market capitalization, price volatility, and behavioral biases affect decisions to buy cryptocurrencies. Because of its decentralized structure and extreme volatility, the cryptocurrency market frequently affects investment choices through psychological elements, including loss aversion, overconfidence, and herd mentality. This study uses a quantitative methodology to analyze data from the nine most traded cryptocurrencies using independent t-tests, multiple linear regression, and simple linear regression. According to the study's findings, decisions to buy cryptocurrencies are significantly positively influenced by herd behavior and overconfidence, as shown by high volatility, but not significantly by loss aversion. Furthermore, it has been demonstrated that price volatility significantly affects herd behavior, meaning that investors are influenced to follow the majority lead when prices fluctuate significantly. However, the degree of herd behavior is not affected by market capitalization, suggesting that psychological elements like herd behavior are more impacted by general market conditions than by market capitalization size. These results highlight how crucial it is to comprehend the psychological aspects of cryptocurrency market decision-making, since doing so can offer a better understanding of investor behavior and the workings of this extremely unpredictable market.
Tema je primjena kriptovaluta u turizmu i ugostiteljstvu, s naglaskom na stavove i iskustva turista. Kriptovalute se sve više spominju kao potencijalno sredstvo plaćanja koje može donijeti brojne prednosti poput bržih i jeftinijih transakcija, smanjenja troškova konverzije valuta i većeg stupnja sigurnosti. Unatoč tome, njihova je upotreba u praksi još uvijek ograničena, ponajviše zbog volatilnosti cijena, sigurnosnih rizika, nedostatka regulative i nedovoljne razine informiranosti korisnika. Predmet istraživanja odnosi se na motivaciju turista za korištenje kriptovaluta, prepreke koje ih u tome sprječavaju, kao i na procjenu utjecaja mogućnosti plaćanja digitalnim valutama na izbor destinacija, hotela i restorana. Posebna pažnja posvećuje se i procjeni dugoročne održivosti kriptovaluta u turističkoj ponudi. Istraživanje je provedeno metodom anketiranja na uzorku od 72 ispitanika, a podaci su obrađeni primjenom deskriptivne statistike. Rezultati su pokazali da većina ispitanika poznaje kriptovalute samo pov
Majd AbedRabbo, Zeina AlMalak, Fiona Ellis‐Chadwick, Jοãο S. Oliveira
ABSTRACT This paper explores consumers' drivers and motivations behind luxury‐fashion non‐fungible tokens (NFTs) ownership and the implications of the potential ownership of these NFTs on the purchase intentions of physical luxury products of the same brand. Hitherto, little research has been conducted on the consumer's perception of ownership and its effect on physical product purchases. Following the Self Determination Theory (SDT), a two‐step qualitative research approach is implemented due to the lack of empirical research in this area. This study focuses on luxury fashion NFTs and targets millennials and generation Z consumers. A total of 4 focus groups (25 participants) and 6 semi‐structured interviews were conducted to address the objectives of this research. Using thematic analysis, the study identifies 5 key drivers behind NFTs ownership: authenticity, exclusivity, scalability, affordability, and digital literacy. Scalability of luxury fashion NFTs valuation is found to be a critical driver of consumers' ownership intentions. Similarly, digital literacy was identified as a new driver of intentions of ownership of luxury NFTs considering its effect on consumers' social status. Finally, depending on consumers' lifestyle, ownership of luxury fashion NFTs is argued to have a mixed effect on the intentions of ownership of physical luxury products. This research contributes to the development of the understanding of the emerging concept of luxury NFTs and their profound influence on consumers' perceptions of ownership and purchase intentions for physical luxury products.
Open access
Consumer Behavior in Brand Consumption and Identification
The article explores the evolution of marketing innovations in the retail sector through the lens of technological development and the transformation of consumer expectations. Five key stages of innovation development are identified—traditional, network based, digital, omnichannel, and innovation-technological—each characterized by specific challenges, opportunities, and influencing factors. The traditional stage was marked by a focus on product policy and individual promotions within the physical store. The network-based stage introduced the integration of IT solutions into logistics, CRM systems, and initial customer segmentation. The digital stage was distinguished by the emergence of online stores, mobile marketing, and personalized communication. The omnichannel stage involved the full synchronization of online and offline channels to ensure a holistic customer experience. The innovation-technological stage includes the extensive implementation of artificial intelligence, AR/VR, blockchain, and emotional analytics. The study draws conclusions about the patterns of transition between stages and the role of innovation in transforming business models in retail. Key directions for further development of marketing innovations are identified, including the technologization of customer experience, intelligent marketing automation, a sustainable approach, Web3 integration, the growth of social commerce, and the use of emotional analytics. However, the implementation of these directions is accompanied by a number of challenges related to the rapid pace of technological change, increasing consumer expectations, and the need to adapt business models to new ethical and environmental standards. In Ukraine, these challenges are further intensified by martial law conditions, market instability, limited resources, and the urgent need for rapid transformation of the retail sector to fit the new realities. It is noted that the development vectors of marketing innovations in retail form a complex yet high-potential system of change that requires strategic thinking, flexibility, and readiness to implement new formats of customer interaction. The article has practical significance for marketing professionals, retail business managers, and researchers working on adapting business practices to the evolving digital economy.
This paper examines the strategic decisions of fashion brands to develop and sell non-fungible tokens (NFTs) within the metaverse. We construct two operational models based on whether NFTs are adopted: the traditional fashion model without NFT (Scenario T) and the digital fashion model with NFT (Scenario D). By comparing the equilibrium outcomes of fashion brands in Scenarios T and D, we derive valuable insights into the implementation of digital strategies in the fashion industry. Our analysis reveals three key findings. First and foremost, the proportion of fashion customers to conventional customers, as well as the digital value and cost of NFTs, are direct factors influencing the adoption of digital strategies by fashion brands. Secondly, opportunistic pricing by manufacturers is an indirect factor influencing fashion brands’ strategic choices, and a fixed production price contract can effectively avoid this case. Finally, we find that personalized pricing and a free NFT strategy are effective tools to boost fashion brands’ digital revenues.
Open access
Consumer Retail Behavior Studies
Consumer Behavior in Brand Consumption and Identification
In online auctions, fraudulent behaviors such as shill bidding pose significant risks. This paper presents a conceptual framework that applies dynamic, behavior-based penalties to deter auction fraud using blockchain smart contracts. Unlike traditional post-auction detection methods, this approach prevents manipulation in real-time by introducing an economic disincentive system where penalty severity scales with suspicious bidding patterns. The framework employs the proposed Bid Shill Score (BSS) to evaluate nine distinct bidding behaviors, dynamically adjusting the penalty fees to make fraudulent activity financially unaffordable while providing fair competition. The system is implemented within a decentralized English auction on the Ethereum blockchain, demonstrating how smart contracts enforce transparent auction rules without trusted intermediaries. Simulations confirm the effectiveness of the proposed model: the dynamic penalty mechanism reduces the profitability of shill bidding while keeping penalties low for honest bidders. Performance evaluation shows that the system introduces only moderate gas and latency overhead, keeping transaction costs and response times within practical bounds for real-world use. The approach provides a practical method for behaviour-based fraud prevention in decentralised systems where trust cannot be assumed.
Marina Ricci, Alessandra Scarcelli, Annalisa Di Roma
This paper presents the outcomes of the Moda 4.0 research project—carried out by the Design_Kind Lab at Politecnico di Bari in collaboration with Emme Evolution S.r.l.—showing how digital transformation drives sustainability in the fashion retail sector. By developing and integrating digital systems and tools for multimedia content creation, distribution, and consumption, the study illustrates how emerging technologies inform new skill sets in product and service design while fostering novel cultural values. The research guides the partner fashion company's digital transition through a structured, multidisciplinary design approach, emphasizing sustainability across products and processes. The project delineates three digital strategies related to technologies: (I) metaverse and virtual worlds, (II) Virtual and Augmented Reality, and (III) Non-Fungible Tokens. Ultimately, the findings highlight that holistic, future-oriented digital strategies enhance creative expression and customer experiences and reinforce environmentally responsible and agile innovation in the fashion industry.
This study aims to determine factors that influence Mongolian customers’ intention to use cryptocurrency, which is a virtual currency created by fast-growing technology. For the theoretical framework, the extended Unified Theory of Acceptance and Use of Technology (UTAUT2) along with received risk and financial literacy was used. Data in this study were collected by conducting survey questionnaires from cryptocurrency users of cryptocurrency platforms in Mongolia. Analyzing the data which consists of 720 valid datasets was accomplished by using SmartPLS software. The results of partial least squares structural equation modeling (PLS-SEM) showed that behavioral intention to use cryptocurrency is significantly and positively influenced by performance expectancy, price value, perceived risk, hedonic motivation, and facilitating conditions. In contrast, financial literacy has a significant negative impact on the behavioral intention to use cryptocurrency. The other two variables, effort expectancy and social influence, have no impact on cryptocurrency use. The proposed model explains 59.3% of the total variance in intention to use cryptocurrency among Mongolian customers. The outcomes of our study hold noteworthy implications for policymakers, individual users, and stakeholders within the cryptocurrency domain, as well as researchers engaged in scholarly investigations within this field. JEL Classification : G4, G11.
Taylor Lundy, Narun Raman, Scott Duke Kominers, Kevin Leyton‐Brown
Conspicuous consumption occurs when a consumer derives value from a good based on its social meaning as a signal of wealth, taste, and/or community affiliation. Common conspicuous goods include designer footwear, country club memberships, and artwork; conspicuous goods also exist in the digital sphere, with non-fungible tokens (NFTs) as a prominent example. The NFT market merits deeper study for two key reasons: first, it is poorly understood relative to its economic scale; and second, it is unusually amenable to analysis because NFT transactions are publicly available on the blockchain, making them useful as a test bed for conspicuous consumption dynamics. This paper introduces a model that incorporates two previously identified elements of conspicuous consumption: the \emph{bandwagon effect} (goods increase in value as they become more popular) and the \emph{snob effect} (goods increase in value as they become rarer). Our model resolves the apparent tension between these two effects, exhibiting net complementarity between others' and one's own conspicuous consumption. We also introduce a novel dataset combining NFT transactions with embeddings of the corresponding NFT images computed using an off-the-shelf vision transformer architecture. We use our dataset to validate the model, showing that the bandwagon effect raises an NFT collection's value as more consumers join, while the snob effect drives consumers to seek rarer NFTs within a given collection.
Open access
2 source records
Consumer Behavior in Brand Consumption and Identification
Abstract This study investigates the digital transformation trends in the Korean fashion industry over the past decade, focusing on business models, processes, services, products, and customers. Using bibliometric and big data analyses, we examined articles from journals listed on the Korea Citation Index (KCI) from 2014 to 2023. It was revealed that the five factors are not independent but are complementary and interconnected. Keyword frequency and network analysis revealed key themes, including the increasing influence of the metaverse on business models and the significance of “recognition” in digital processes for fashion practitioners and designers. “Hanbok,” “Non-Fungible Token,” “Virtual Reality,” and “experience” were notable in services, while “COVID-19” and “3D” emerge as central product discussions. Consumer discussions highlighted “Millennials and generation Z,” “experience,” and “value.” This study provides a comprehensive overview of digital technologies in fashion, offering insights into current trends and future directions. It contributes to the theoretical understanding of digital transformation in fashion and offers practical guidance for industry professionals.
Open access
Consumer Perception and Purchasing Behavior
Consumer Behavior in Brand Consumption and Identification
From Balenciaga to Bored Apes, non-fungible tokens (NFTs) have captured popular, managerial, and scholarly attention. However, despite some prominent exceptions, the question of whether and how NFTs can represent a real source of value for retailers remains open. This paper provides a framework to consider ways in which NFTs can be a source of value in retailing. We identify three technical features of NFTs (decentralization, immutable encryption, automated execution), which in turn offer potential utility to retailers in the form of three value propositions (transcendence, dynamic contingencies, flexible identification), which a survey study suggests are valued by managers but not yet connected to NFTs. To help make this connection, we use illustrative examples to demonstrate the ways in which NFTs can deliver these three value propositions in a single marketing tool. Taken together, we hope this framework's proposed relationships will spark future work in this area, leading to the development—and evolution—of theories of NFTs and their use in retailing as this technology continues to progress.
Open access
Consumer Retail Behavior Studies
Consumer Behavior in Brand Consumption and Identification
This article examines the potential of blockchain technology to revolutionize the jewelry supply chain by enhancing trust, transparency, and efficiency. Utilizing Ethereum, we developed a blockchain network tailored to the industry's needs. Blockchain operates as a secure, immutable ledger, ensuring data integrity and transparency while preventing fraud and tampering due to its decentralized nature. Ethereum's key features, including nodes, addresses, and smart contracts, make it an ideal platform for this application. The system incorporates robust security measures, addressing vulnerabilities such as reentrancy attacks and unauthorized access. Performance tests on networks demonstrated the solution's viability, with Layer 2 optimizations reducing transaction costs. The system also uses IPFS (InterPlanetary File System) to store certificate templates in order to improve scalability and data accessibility. Six primary participants in the supply chain, from miners to customers, engage with the blockchain, ensuring full traceability and transparency. Certificates are dynamically generated by retrieving transaction hashes from the blockchain. The certificate template is stored on the InterPlanetary File System (IPFS), and when needed, the relevant data is populated into the template in real-time to produce the certificate. While challenges remain in terms of industry-wide adoption and regulatory compliance, the solution's potential to enhance transparency and efficiency positions it as a significant advancement for the jewelry supply chain within the Industry 4.0 framework.
Regulation, highly publicized data leaks, and growing consumer concerns about data privacy and ownership challenge fashion brand marketers’ ability to accurately measure and act on consumer touchpoints with fashion brands. This study conceptually proposes using blockchain technology as a promising solution to analyzing verified customer behavior. Blockchain data holds untapped potential for applications in marketing analytics as a valuable means for gaining insight into consumer behavior across a customer’s path to purchase. As consumers increasingly enter Web3 environments, understanding how to use blockchain data effectively in analyzing consumer behavior will prove essential for fashion brand marketers to create value for their customers and the brands they represent. This conceptual study explores how blockchain data can enhance the value fashion brand marketers add throughout the pre-purchase, purchase, and post-purchase phases by enabling a higher level of customer interaction, loyalty tracking, and better prediction of customer demand, all while respecting consumer privacy.
Open access
Consumer Retail Behavior Studies
Blockchain Technology Applications and Security
Consumer Behavior in Brand Consumption and Identification
Perkembangan NFT telah mengubah landskap seni visual kontemporari dengan menyediakan peluang pemilikan digital serta akses ke pasaran global, namun kajian tentang persepsi nilai pengguna masih terhad dalam memahami motivasi pembeli dari aspek teknikal dan ekonomi. Justeru, kajian ini membangunkan Model Faktor Pemilihan NFT (MP-NFT) bagi menjelaskan bagaimana pembeli menilai dan membuat Keputusan terhadap pemilihan NFT dalam seni visual kontemporari, menggunakan pendekatan kualitatif melalui temu bual separa berstruktur dengan tujuh artis seni visual kontemporari di Malaysia. Analisis tematik berpandukan teori persepsi nilai pengguna oleh Troilo, Holbrook, Sheth, dan Zeithaml mendedahkan lapan dimensi utama ekonomi, sosial, psikologi, teknologi, cabaran, pengalaman, nilai dan kesan, serta masa depan NFT—yang melahirkan 22 faktor penting membentuk Model MP-NFT. Kajian ini bukan Sahaja memperkaya perbahasan teori mengenai persepsi nilai pengguna NFT, malah berfungsi sebagai panduan praktikal kepada pembeli, artis, pemasar, dan pembuat dasar dalam memperkasakan ekonomi seni digital serta menegaskan peranan NFT sebagai pemangkin perkembangan seni visual kontemporari di Malaysia
Open access
Cultural Industries and Urban Development
Consumer Retail Behavior Studies
Consumer Behavior in Brand Consumption and Identification
An inventive blockchain-based e-business model for the fashion industry is demonstrated in this article. Analyses of Web3 and blockchain concepts are conducted, with a particular emphasis on how blockchain affects current business structures. The research's objective is to demonstrate how current e-business models integrate with blockchain platforms, the NFT marketplace, and the Web3 environment. An example of creating a blockchain and NFT-based business model for the fashion industry is provided as a proof of concept. The suggested model should demonstrate how blockchain technology may be used to trace business transactions between every stakeholder in the fashion industry's supply chain. The Fashion NFT Marketplace’s implementation and the demonstration of the smart contract created with the Solidity programming language are given particular attention.